Ida-Virumaa imago maakonna eesti ja vene koolilõpetajate seas. Pilootuuring



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Tartu Ülikool



The purpose of the thesis was to research and analyze different image elements of Ida-Viru County among high school graduates from Ida-Viru schools. The paper consists of six chapters. The first one gives an overview of different theoretical discourses that are used to explain image concept and its elements. The second chapter includes background information about general state of the county and an overview of relevant strategies and a rticles concerning the image of the c ounty. Research problem and research questions are explained in chapter three; in chapter four and five the study method and profiles of interviewees as well as the collection of empirical data are described. The results of the paper and a comparative analysis of Estonians and Russians can be found in chapter six. The last part of the paper lists main conclusions and practical advice for the present and the future. The study methods used for the empirical part were Osgood’s semantic differentiation (SD) and a formalized questionnaire. Osgood’s method revealed that in the eyes of both groups Ida- Viru County is “own”, “rising”, “developing” and “growing” and rather positive. It is also noticed that image qualities from SD analysis described the county in more positive way than the answers from the questionnaire. In comparison of two national groups the image of Ida-Virumaa is much more active, potential and positive among Russian students. Estonian students often tend to incline towards indifferent opinions and share a weaker connection with their home county. The most disturbing features for both groups are lack of recreational and educational possibilities as well as difficult situation at labor market. In conclusion, the image among Russians is more positive and active while Estonian students are more eager to criticize, but at the same time more passive in their statements. Recommendations for the future include a list of short- and long-term communication activities. Long-term goals would be gathering research data through representative studies about current situation, attitudes, opinions and visions concerning working and living conditions, as well as emigration and education issues. Short-term advice is to activate intense symmetrical communication with important stakeholder groups such as media, schools, potential event organizers and developers.


H Social Sciences (General), bakalaureusetööd, kuvand, noored, maakonnad, Ida-Virumaa